The anatomy of a service page

The order of sections

1. Who this is for and what it solves, in the visitor’s words. One screen.
2. What happens when you engage: the process, in steps, with rough timings.
3. Proof: work, reviews, credentials, with specifics rather than adjectives.
4. Answers to the objections that come up on sales calls.
5. The next step, stated plainly, with the form or phone number right there.

Pricing belongs wherever the sales team would say it on a call. If they would state a range, the page should. If they never would, the page explains how pricing is set instead.

Design decisions that keep it readable

• Body text at a size people over forty can read without zooming, with line lengths under about seventy-five characters.
• One clear heading per section, written as a statement, not a label.
• Contrast that passes WCAG for text, including text over imagery.
• Images that load fast and mean something; a stock handshake means nothing.
• One primary action per screen. Multiple competing buttons split attention.

The published articles on this site about dental and law firm website design apply the same principles to specific practices, and the web design service page shows how the work is scoped.